Najma was born and raised in Malmö. When she was 17-18 years, she used to work at a call center. The first weeks she used her real name when she introduced herself to the customers and she did not sell much.

But after a while she heard colleagues talk about that they used a different name (a Swedish name) and they advised her to do the same. Najma was going to try this and see what happens. She called herself  “Sara” and she noticed a big difference, people now had more patience and they did not hang on the phone. They trusted her more and she started selling a lot more.

During that time Najma didn’t ask herself why the Swedish name was more trustworthy than her own, but now that she thinks about it she understands that it was nothing more than discrimination.


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